1. An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.

2. WWF & TorchboxA Quick Introduction

5. WWF & TorchboxSetting the scene

12. WWF & TorchboxThe Design Process

23. WWF & TorchboxImplementation, iteration and results

27. WWF & TorchboxA crash course in website optimisation

28. Why testing matters

29. A                          B

30. A                          B

31. A B

32. A B

33. A B Answer at the end

34. Two more examples… People love free stuff, right?

35. Does offering a free tiger sticker pack increase petition sign-up rates?

36. The control Free stickers (as a way to help) Further control Free stickers (just because)

37. The control 9% reduction in sign-up rate no change 12% reduction in sign-up rate

38. One more example… It’s only words…

39. Which button is best? Donate now (the control)Donate todayDonateAdopt  Adopt nowAdopt today  JoinJoin WWFJoin nowJoin todayJoin, Adopt or Donate  Adopt, Donate or Join  Donate, Join or Adopt

40. Which button is best? Donate now (the control)Donate todayDonateAdopt  Adopt nowAdopt today  JoinJoin WWFJoin nowJoin todayJoin, Adopt or Donate  Adopt, Donate or Join  Donate, Join or Adopt Results range from  145% increase in clicks to 36% decrease in clicks

41. Which button is best? Donate now (the control)Donate todayDonateAdopt  4thAdopt nowAdopt today  3rdJoinJoin WWFJoin nowJoin todayJoin, Adopt or Donate  1stAdopt, Donate or Join  2ndDonate, Join or Adopt

42. Which button is best? Clicks on this button

43. Some testing top tips

44. Strategic E.g. Does showing images of the threats that we describe in copy affect conversion? Ad-hoc E.g. Which banner design gets the most clicks? 

48. Paid solution Worth it if your learnings cover your costs Tracks conversion value Free A bit techy Some limitations or search “Multivariate testing software” or visit whichmvt.com

49. Don’t copy us.

50. Some further reading How good is your gut? Sign up for the www.whichtestwon.com newsletter - each week you can guess the results of a completed A/B test. A book Always be Testing  --> Some blogs http://www.conversion-rate-experts.com/blog/ http://grokdotcom.com/ http://online-behavior.com/ http://conversionroom.blogspot.com/ + Search and Explore There are loads of resources online